Over the years, Netflix has consistently expanded the type of content being added to the platform. It started with the content licensing of popular TV shows and movies. Then Netflix original productions like live shows, games, comedy specials and more. And now they’ve moved into the podcast market.
With an estimated 584 million podcast listeners worldwide, podcasts have gone from a niche market to mainstream in recent years. Netflix has partnered with major companies like iHeartMedia, Spotify and The Ringer to bring their popular podcast shows to the platform. Along with a few original Netflix podcast shows.
But the strategy raises an obvious question: just because podcasts can live on Netflix, does that mean they should?
Why Podcasts Are A Smart Business Move
It’s a smart business decision for Netflix to add video podcasts to its streaming services. This move provides consistency, cost efficiency and a larger audience.
Producing a video podcast costs less than producing a television show or movie. Some of your favorite shows, like “Stranger Things” and “House of the Dragon”, cost millions to make. Producing visually appealing content can cost between $13 and $58 million per episode. With podcasts, from pre-production to post-production, it can cost anywhere from $300 to $5,000 per episode. And with Netflix programming adding their own video podcasts, such as The Official Bridgerton Podcast hosted by Alison Hammond, it makes sense for Netflix’s infrastructure to increase this new entertainment avenue. The company saves on costs by increasing production and builds a sustainable model for the future.
In addition, it creates consistent engagement. Think about it. With a traditional television show, it comes in seasons or a limited series. Audiences sometimes might have to wait months or even years for the next season of their favorite show. But with podcasts, typically you can push out weekly episodes. The wait time becomes reduced. And that consistent production brings audiences back and attracts new ones.
The Beginning Issues Of Netflix’s Podcast Programming
Let’s go back to the history of podcasts. Podcasts began as “audio blogging” in 2003, when software engineer Dave Winer developed an audio RSS feed for radio host Christopher Lydon, who used it to post audio from notable interviews on his blog. It was built to let audiences enjoy their favorite shows conveniently. People typically listen to podcasts while driving, working out, or cleaning. Because of that, podcast platforms are designed with features that make listening faster and easier.
An X user shared in an ongoing conversation, “The Netflix [podcast] platform is unfortunately horrendously bad. No timestamps, comments, only plays in horizontal on mobile, have to search for the show every time or start listening again to previous episode.”
With all new rollouts, there are kinks to work out. But these kinks are an inconvenience to people who looked to podcasts as a simple addition to their routines. Netflix has structured podcasts like how you watch a television show. It’s assumed you’re sitting down, or have the dedicated time to only be glued to the screen.
Accessibility Has Been Taken Away
Netflix partnering with these big companies has taken away autonomy. Especially with some of the popular shows that migrated over. When a podcast becomes tied to only one platform, flexibility disappears. Creativity has to align with a company’s overall direction and bottom line. Everything becomes about numbers, not the enjoyment of the content.
“All the fans we built up over time on YouTube feel neglected,” says The Breakfast Club co-host, Jess Hilarious, in a YouTube vlog.
The Breakfast Club, under iHeartMedia, is one of the podcasts that moved to Netflix. Most loyal fan bases will follow their favorite podcasts, no matter where they land. However, after a while, some of the appreciated features that are taken will cause conflict. Being able to have open conversations with others on a topic is what audiences enjoy. Having feedback comments allows for changes that promote growth, which is great for podcasts as they evolve.
This new business move affects podcast listeners mentally. Although YouTube is the most popular platform for podcasts, it’s not the only one. That’s one of the pros of podcasting because you can access it on many platforms. The mental grappling is: why do I have to pay for something that I used to watch for free? Many may already have a Netflix subscription. But forcing podcast listeners to consume their favorite podcast in only one way becomes restrictive.
The Future Of Netflix Podcasting
There are many internet reactions regarding people’s experiences with Netflix podcasting. Despite some negative reviews, that doesn’t mean this business move is a failure. In certain situations, what’s not broken doesn’t need fixing. Simple is sometimes better. Being open to feedback and suggestions is key to any business model. But does that same method apply to big corporations?
Keep in mind that Netflix has brought some of the biggest podcasts from YouTube to its platform. When it comes to monetization, YouTube has the upper hand, and that revenue was a huge benefit for podcasters. In 2025, YouTube reported total revenue of $60 billion, including ads and subscriptions, compared to Netflix’s total revenue of $45.2 billion, with ad revenue totaling $1.5 billion. So this new model has to be fleshed out in ways to make that grow.
As Netflix continues to push its podcasts, will the push to streamline them overpower podcasting’s creativity, turning it into a lost art?
Featured image credit: Dima Solomin via Unsplash
